本案例由江南大学商学院的朱和平教授团队撰写,江南大学商学院案例中心研究员刁维雪全文改编,江南大学商学院案例中心研究员李文涛为责任编辑,,作者拥有著作权中的署名权、修改权、改编权。
摘要:无锡环亚国际语言专修学校以出国英语培训、成人英语培训为主要业务方向,以优秀的师资为根本,多年以来一直秉承着“勤奋、务实”的精神。2020年吸引了大量资金的注入 ,扩大了青少儿英语培训项目规模。然而一场疫情打乱了公司原本的发展计划。本案例描述了疫情环境下,面临巨大危机学校的转型过程。从学校业务模式创新、业务模块扩展中总结经验,以期为同类型企业提供参考,在变化的市场环境中抓住机遇,逆流而上。
关键词:组织变革、市场营销
Huanya International Language Training School: Where is the road in the current epidemic situation?
Abstract: Wuxi Huanya International Language Training School takes overseas English training and adult English training as its main business direction, and is based on excellent teachers. It has been adhering to the spirit of "diligence and pragmatism" for many years. In 2020, it has attracted a large amount of capital injection and expanded the scale of the English training program for young people. However, an epidemic disrupted the company's original development plan. This case describes the transformation process of a school facing a huge crisis under the epidemic environment. Summarize the experience from the school's business model innovation and business module expansion, in order to provide reference for similar enterprises, seize opportunities in the changing market environment, and go upstream.
Keywords: organizational change, marketing